Research On Marketing Strategy Of A Semiconductor Company

Electronics information industry plays an import role in the development ofnational economy. The average annual growth rate is overpass25%. Semiconductor,as the infrastructure, is of importance to the development of electronics information.Recently, China local semiconductor is developing at an incredible speed. Withabundant product lines, China local semiconductor has its own space in fiercecompetitive market.A local semiconductor company domestic marketing activities were studied. Wewill analyze its semiconductor marketing strategy. According to marketing theory, theinternal and external environments of A were analyzed at first, including politics,economy, society, technology etc macro environment analysis and international anddomestic environment analysis. In addition, this thesis will use PEST、Potter’s fiveforces model etc analysis methods and tools separately. And then SWOT analysis wasused to make objective evaluation and analysis for its strength, weaknesses,opportunities, threats of A Company. According to STP analysis and actual situation,the market segmentation, target market selection and company market positioning aredefinite. Based on4Ps theory, the whole analysis and research were applied to Acompany. The marketing strategy portfolio consists of product, price, channels,promotion and key accounts management was suggested. Finally, in order to ensurethe implementation of marketing strategy with effectiveness, the supports andconditions for guaranteeing the marketing strategy were proposed in performancemanagement and related department cooperation aspects.This study has a directive function in optimizing A’s marketing strategy. It isalso of certain valuable reference in guiding similar companies to penetrate into thedomestic market.